The above headline caught my attention recently. The destinationCRM article, based on a study by sales consultancy ES Research (ESR) Group, states that companies are not seeing increased sales from the use of social media. Are we really surprised to learn that social media tools are not a replacement for a solid sales strategy? I doubt it, but it got me thinking about how these tools are being used for PR purposes and some of the common misperceptions about the roles of new media in sales and marketing strategies.
(Graphic attributed to SFGate.com)
The terms new media and social media are often used interchangeably, but are they really the same thing? Sites like Facebook, YouTube, Twitter, and LinkedIn get thrown into the same category but in most cases have very different applications when it comes to sales and PR strategies. Clients often associate the two, but the term “new media” has a much broader application than its primarily “social” counterpart and can be used very effectively to complement traditional sales strategies. For example, leveraging YouTube for a product launch is an example of how “new media” can be used to quickly and efficiently disseminate information to a wide variety of constituents.
Many of our clients are now posting customer testimonials or product demos on YouTube in conjunction with a launch (ConSentry - Fayetteville State University Case Study, ConSentry - Technicolor Case Study, Harris Miller Discusses the Xangati RPI System). What was once done in person or via a desktop meeting application can now be made readily available for sales people targeting current customers and prospects and for PR to share with the media and analyst communities. More and more the media wants to see complex topics boiled down to a few key takeaways, and they are always looking for ways to tell a “visual” story.
Are you harnessing the social aspect of “new media” to help your sales teams reach customers in a new way and build your brand?
Comments